What Can We Learn From the Genuis of Red Bull?

Background and History

Red Bull was founded in 1987 by Austrian entrepreneur Dietrich Mateschitz. Although the company originates from Austria, the idea started in Thailand. A toothpaste salesman at the time, Dietrich was travelling in Thailand and came across an “energy tonic” that was proclaimed to keep people energized. Clearly, it had an impact on Dietrich, that he decided to create his own “energy drink”. This was a very bold move because there was no market for energy drinks. Such products did not exist yet. Fast-forward two decades, Red Bull owns more than 40% of the market share in the energy drinks sector and continues to make bold moves today.

Brand Positioning

Red Bull has positioned itself as an energy drink for people who want to push their limits and achieve more. Its slogan, "Red Bull gives you wings," is designed to appeal to those who want to soar above their limitations and reach new heights. By positioning itself as a drink for people who want to be the best, Red Bull has created a loyal following of consumers who are passionate about the brand.

Marketing Strategy

Red Bull's marketing strategy is focused on sponsoring extreme sports athletes and events, as well as owning and sponsoring sports teams. This strategy is designed to appeal to a young, active, and adventurous demographic.

Build a strong brand identity

Red Bull has built a strong brand identity around its slogan, "Red Bull gives you wings." The brand's identity is closely associated with extreme sports, adventure, and pushing the limits. By creating a strong brand identity, Red Bull has been able to stand out in a crowded market and create a loyal following of customers who are passionate about the brand.

Marketers can learn from Red Bull's example by focusing on creating a strong brand identity that resonates with their target audience. This can be achieved through consistent messaging, visual branding, and building a strong brand personality.

Focus on experiential marketing

Red Bull's marketing strategy is focused on experiential marketing, which involves creating memorable experiences for customers. By sponsoring extreme sports events and athletes, Red Bull has created a brand that is associated with adrenaline, excitement, and adventure.

Marketers can learn from Red Bull's example by focusing on experiential marketing that creates memorable experiences for customers. This can be achieved through events, activations, and immersive brand experiences.

Use content marketing to tell your story

Red Bull has been successful in using content marketing to tell its brand story. The company produces a wide range of content, including videos, podcasts, and social media posts, that are designed to engage and entertain its audience. Red Bull keeps its content creation in-house with the Red Bull Media House. The department is directly responsible for all its online content ranging from YouTube, Instagram and Twitter which keeps all content on brand. 

Marketers can learn from Red Bull's example by using content marketing to tell their brand story. They use story-telling marketing by creating high-quality content that is designed to inform, educate, and entertain customers.

Red Bull's sponsorship of extreme sports athletes and events has been one of the most successful aspects of its marketing strategy. By associating itself with extreme sports, Red Bull has created a brand image that is edgy, exciting, and daring.

One of the most successful examples of Red Bull's sponsorship of extreme sports is its partnership with Felix Baumgartner, who became the first person to break the sound barrier in freefall from the stratosphere. Red Bull also sponsors extreme sports events such as the Red Bull X-Fighters, a freestyle motocross competition, and the Red Bull Air Race, a competition featuring high-speed, low-altitude flying.

Be innovative and take risks

Red Bull's marketing strategy is built around taking risks and being innovative. The brand has been successful in creating a unique and memorable brand identity by sponsoring extreme sports events and athletes.

Marketers can learn from Red Bull's example by being innovative and taking risks in their marketing strategy. This can be achieved through trying new marketing channels, experimenting with different types of content, and taking risks with creative ideas.

Red Bull has also taken an innovative approach to own and sponsoring sports teams. In addition to owning its own Formula One team, Red Bull owns several soccer teams around the world, including the New York Red Bulls, RB Leipzig, and Red Bull Salzburg. By owning and sponsoring sports teams, Red Bull has created numerous global communities that advertise the brand every time they perform.

Red Bull's involvement in sports teams has also extended beyond traditional sports. For example, Red Bull has sponsored the Red Bull Cliff Diving World Series, which features athletes diving from cliffs into the water below.

Build a community around your brand

Red Bull has been successful in building a community of loyal fans around its brand. By sponsoring extreme sports events and athletes, Red Bull has created a global network of fans who are passionate about the brand.

Marketers can learn from Red Bull's example by building a community around their brand. Red Bull has millions of followers on its Instagram page and throughout their affiliate pages like Red Bull UK, Red Bull Surfing and Red Bull Air Racing. These pages help build a sense of community around potential customers' love of sports and sponsored athletes. 

Conclusion

Red Bull's marketing strategy is a great example of how to create a unique and memorable brand identity through various avenues like experiential marketing, content creation, and taking risks. By focusing on building a strong brand identity, creating memorable experiences for customers, and using storytelling marketing to portray themselves as innovators and risk-takers to firmly position themselves as one of the most recognisable brands in the world. They successfully create marketing strategies that resonate with their various target audiences. 

Do you recognise Red Bull as one of the world’s leading brands? Let us know your thoughts!

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